Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade

This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques

O uso do móbile marketing como estratégia de fidelização de clientes :um estudo e empresas do setor de comércio e serviços em natal-RN

This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process

Relação entre ciclo de vida do produto turístico e estratégias de cooperação na faixa litorânea urbana do município de Natal

Tourism in the Northeast of Brazil was introduced as an alternative economic development for the Region by federal promoting policies that focused primarily in structuring the local geographic area. With the completion of these structuring actions, mass tourism expanding the area, as well as spread actions based on cooperation and formalization of governance institutions. This study aimed to examine the relationship between the life cycle of the tourism product 'Coastal Cities of Natal and the cooperation strategies in a historical perspective. Thus was submitted to the life cycle of the tourism product 'Coastal Cities of Natal ; the major projects of tourism development were mapped, the existing cooperation strategies were characterized, and investigated the influence of the cooperation actions for the current stage of product. The specific theoretical support to tourism was built on the perspective of the Theory of Population Ecology, System of Tourism and Touristic Product Life Cycle. Regarding to cooperation the theoretical foundation addressed issues of strategy, New Forms and Collective Efficiency. The survey consisted of a causal descriptive study, using a case study. We used the qualitative and quantitative methodological approaches, and data collected by consulting of secondary data and semistructured interviews with twelve staff working in tourism in Natal. Results showed that the life cycle graph of product 'Coastal Cities of Natal is moving from one stage of growth to a stage of maturity, with a primary upward trend and with crises that are up over the graph. They have been mapped six of tourism development projects of relevance to the product: The Politics of Mega Projects, PRODETUR/NE, Municipalization National Program of Tourism, Regionalization Program, Urbanization Project Beach do Meio and Actions for the Promotion of Destiny. They have been identified sixty-four participating players in process of tourism development, which twenty were considered relevant to the respondents. The main strategies identified for cooperation were the consortium, collective strategy and clusters. Results indicated that co-operation strategies were adopted so that the benefits were obtained at the collective level, dedicated to the strengthening of Natal Destiny and its products. The main reasons were the need of cooperative marketing, international market entry and actions inducing the state. Finally, it was concluded that strategies for cooperation related to product life cycle 'Coastal Cities of Natal' as that work in the consolidation of projects for development of tourism, when the efficiency of collective action is achieved

Análise da integração dos stakeholders na adoção de estratégias de marketing verde: um estudo em empresa moveleira

This master's thesis aims to ascertain how the Stakeholders interactions influence the adoption of green marketing strategies from the perspective of the Alpha Company, a furniture industry located in Rio Grande do Norte, Brazil. The methodology has a qualitative approach and uses the exploratorydescriptive case study method as model of formal and systematic study. Following the theoretical and conceptual propositions of Polonsky (1995), Michell, Angle and Wood (1997) and Frooman (1999) as a reference base. This study identifies and assesses the importance degree of the relevant stakeholders, shows their expectations and needs and describes the tactics used by the company for the implementation of green marketing strategies. The study describes the reality of a furniture industry in Rio Grande do Norte, and shows his philosophy and background; identifies present stakeholders that influence the decision process of the company and also, analyzes the degree of importance of each group showing their needs and expectations and, finally, it states the changes in the organization with the implementation of green marketing strategies. The results it s concluded that stakeholders are taken into consideration in the adoption of green marketing strategies, even without a proper strategic perception from the company, an imperative to advance towards the adoption of the green marketing philosophy. This case study explores knowledge that may be used and suited to small companies that act in the strategic segment-trend of green marketing

Aspectos linguístico-ergonômicos em rótulos: avaliação da linguagem verbo-visual de rótulos de embalagens para alimentos achocolatados

We have been living in a world of packed products. The package and the labels support the companies to communicate with the customers in addition to give protection, storage and convenience in proportion to the products that move in the price list. The labels mainly add up a value which helps the companies differ their products and increase the value of the brands among the final customers. However, the information given in the label are not clear sometimes. It displays a verbal-visual defective language resulted from a poor visibility, legibleness and comprehensibleness of the verbal and visual marks. The aim of this research is to verify, according to the costumers‟ view, the level of the clarity in the informative texts, harmony and ergonomic conformity of the package labels in the chocolate powder of the Claralate brand, considering the linguistic aspects presented on the labels. The criteria to evaluate the chocolate package selected were based on the linguistic field: the organization and the structure of the text derided from the classification of the textual genre; the clarity and the comprehension of the language utilized on those labels. From the ergonomic view, the informative and ergonomic conformity, based on the following requirements: legibility, symbols, characters, reading fields and intermission of the written lines. Therefore, the research done july 2007 and added july 2011 had a structured questionnaire in the interview put to the 118 customers of the chocolate package that go shopping in one of the two supermarkets in Floriano, Piauí São Jorge and/or Super Quaresma. The main results of the investigation show that the linguistic aspects in the informative texts of the labels provide the customers‟ expectancy partially, while the consideration of the informative ergonomic analyzed can contribute to the improvement of the information and consequent visual progress of those, on the labels of chocolate package investigated. As recommendation towards the maker of the product, the outcome of the research indicates: harmonize the proportion of the letters and numbers; enlarge the letters size; make the visual information more comprehensive determined by the reading field; put the expiry date in a better visual place

A influência do marketing ambiental na decisão de compra dos consumidores de produtos orgânicos

The search of the man for more comfort and one better quality of life led to an increment of the production of goods and services, that results, almost always, in aggressions to the nature and to a reduction of this same quality of life. The concern with the ambient problems appears as an important element regarding the material and economic growth and of the quality of life. With this scene a new question, the Ambient Marketing appears. Although the marketing concept to be well ample, the companies use the term ambient marketing to make reference what in fact, many times, are a more specific activity of ambient communication. The ambient communication is a new form to communicate used for the companies with the objective to get advantages of its competitors ahead, since the competitiveness by means of the o price, the stated period and the quality if becomes extremely incited. In view of the current competitive market, where the organizations need distinguishing to get greater have detached front to the competition, and the fact of the society to be each time more worried about the environment and the impacts that the companies cause it, the ambient communication has been used as form to convince its customers. Of this form, she evaluated herself, through a exploratory research and qualitative, the influence of the use of the ambient communication in the decision of purchase and of that she forms the companies when using of this communication can add value to its product. The results had indicated that 77% of the interviewed ones had heard to say on marketing or ambient communication and that the television is main the media for this knowledge, a time that 90.9% of the respondents had affirmed to have seen propagandas of directed products of consumption to the ambient question in this way. In fact, the concern with the environment demonstrated for the companies has its impact, therefore 84% of the respondents had told if to sensetize with this fact. However, only a lesser number of people, 70.5% answered that this concern really influences in its decision of purchase

Caracterização do processo de trabalho do cirurgiãodentista na estratégia de saúde da família do município de Parnamirim-RN

Family Health Strategy (FHS), founded in 1994 has appeared to play a strategic role in the SUS construction and consolidation. It has reaffirmed its Principles and Guidelines and has elected family as core of attention. The principle that has guided the work concerns the quality of the relationship between professional and family. Thus, the FHS has the family as a subject of health-disease process, and relations with its own characteristics and can be partners in building their health and improvement of quality of life of its members and the entire community. This study aims to characterize the surgeon-dentist (SD) working process in the family health strategy, from the knowledge of the SD integration with other team members; organization of services; development of shares, changes perceived by SDs, as well as knowing the surgeon-dentist profile who is part of this strategy. The collecting tool used was a semi-structured questionnaire, in which participated 30 professionals. As for profile, most professionals were women, completed the graduation in public university and did not have any training to work by joining the FHS. Almost all have other public or private working ties. They often carry out activities with students, and occasionally do home visits. In relation to team work, in activities such as home visits, school health, community activities, among others, they sometimes seek the cooperation of other members. The way of accessing for users in the most part has occurred through the schedule. The most frequently activities made to the Centro Especialidades Odontológicas (CEO), are in Endodontics and Prosthesis. The majority of them participate in team meetings, but they do not have frequency set to happen. As for the planning and programming of activities to be conducted, most said that individually develops them. Concerning the performance of their duties, most reported being satisfied, but that improvements could happen. Besides, they reported improvements in dental care following the inclusion of SD in the FHS in various aspects, such as access, organization, humanization, care and oral disease prevention. The professionals had poor integration with other team members, in addition to have a profile to more individualistic work, a fact seized by way of development and planning of actions. They work the actions in individual and curative way, in detriment promotion and collective ones. They work humanization, definition of territory and adscript population. Thus, it is concluded that the working process developed by SDs, includes the part which is advocated by FHS. This points out to a greater undertaking of this process aiming to detect the weakness met in order to reach the potential that the FHS represents in organization of basic attention

Embalagem para produtos da fruticultura: uma reflexão em torno de norma, matéria, forma e uso das embalagens para fruticultura na sociedade contemporânea

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Taxa de câmbio e estratégia de crescimento econômico de longo prazo da China

Pós-graduação em Economia - FCLAR

Qualidade microbiológica de rações para cães comercializadas no varejo em embalagem fechada e a granel

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Desenvolvimento de barra alimentícia adicionada de café: estudo de marketing

The consumption of snack bars is based especially on the demand for practical and nutritious food. Coffee is highlighted for being appreciated and consumed worldwide, presenting elevated antioxidant activity, in addition to peculiar sensorial attributes. Therefore, it has great potential for use in many formulations. However, the success in the acceptance of a new product also derives from adequate marketing strategies. In this context, the present study aimed at evaluating the feasibility of introducing to the market a snack bar added with coffee, by means of sensorial acceptance and purchase intent of the consumers, in addition to identifying the best concept and the possible market segments. This work was a qualitative, by means of a focus group (content analysis), and quantitative research, by means of sensorial analysis and structures questionnaires (descriptive – frequency distribution, arithmetic mean, crosstabs and t test – and multivariate – cluster and discriminate analysis - statistical techniques). With the results, we showed that the main aspects considered by the consumers regarding the snack bar added with coffee. According to the qualitative evaluation, the consumer prefers packaging with matte colors ranging in the tones related to the coffee grain. The analysis of the quantitative data allows us to infer that the evaluations of the product regarding overall impression, purchase intent, preference and expectation before and after consuming the product are better for packaging containing the information “special coffee flavor – 100% arabic”. Regarding market segment, it was possible to conclude that, of the three extracted groups, the group of “healthy and conscious consumers” was the segment with higher potential for exploitation regarding purchase and consumption of the snack bar added with coffee.

Estratégia de decomposição aplicada ao problema de planejamento da expansão de sistemas de distribuição

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Estratégia de planejamento de redes de acesso de alta capilaridade baseada em tecnologia DSL: uma abordagem híbrida empírica e probabilística

A tecnologia DSL- Digital Subscriber Line permitem um acesso universal de banda larga, com redução de custo e tempo de implantação necessários, quando comparadas a outras redes de acesso. DSL pode ser considerada uma rede de banda larga de grande capilaridade, uma vez que utiliza uma combinação de infra-estrutura de telefonia existente e a tecnologia de transmissão. Não obstante, a rede DSL precisa ser amplamente compreendida, de maneira que suas principais vantagens não sejam suplantadas pela ineficiência geral do sistema. Esta tese apresenta uma abordagem baseada em estratégias que possibilitem o planejamento de redes de comunicação que a priori não foram implementadas para suportar fluxos Triple Play (pré-requisito obrigatório diante do perfil atual de usuários da Internet). Será mostrado que, a partir do uso de medidas reais e análises probabilísticas, é possível elaborar o planejamento de redes de comunicação, considerando os parâmetros físicos e lógicos, tais como: o caminho de transmissão, a influência do ruído na comunicação, os protocolos utilizados e tráfego de Triple Play (voz, vídeo e dados).

Estratégia do planejamento e otimização de sistemas sem fio, considerando redes interferentes: abordagem baseada em cross-layer

Apesar do aumento significativo do uso de redes locais sem fio (WLAN) nos últimos anos, aspectos de projeto e planejamento de capacidade da rede são ainda sistematicamente negligenciados durante a implementação da rede. Tipicamente um projeto de rede local sem fio é feito e instalado por profissionais de rede. Esses profissionais são extremamente experientes com redes cabeadas, mas são ainda geralmente pouco experientes com redes sem fio. Deste modo, as instalações de redes locais sem fio são desvantajosas pela falta de um modelo de avaliação de desempenho e para determinar a localização do ponto de acesso (PA), além disso, fatores importantes do ambiente não são considerados no projeto. Esses fatores se tornam mais importante quando muitos pontos de acesso (PAs) são instalados para cobrir um único edifício, algumas vezes sem planejamento de freqüência. Falhas como essa podem causar interferência entre células geradas pelo mesmo PA. Por essa razão, a rede não obterá os padrões de qualidade de serviço (QoS) exigidos por cada serviço. O presente trabalho apresenta uma proposta para planejamento de redes sem fio levando em consideração a influência da interferência com o auxílio de inteligência computacional tais como a utilização de redes Bayesianas. Uma extensiva campanha de medição foi feita para avaliar o desempenho de dois pontos de acesso (PAs) sobre um cenário multiusuário, com e sem interferência. Os dados dessa campanha de medição foram usados como entrada das redes Bayesianas e confirmaram a influência da interferência nos parâmetros de QoS. Uma implementação de algoritmo genético foi utilizado permitindo uma abordagem híbrida para planejamento de redes sem fio. Como efeito de comparação para otimizar os parâmetros de QoS, de modo a encontrar a melhor distância do PA ao receptor garantindo as recomendações do International Telecomunication Union (ITU-T), a técnica de otimização por enxame de partículas foi aplicada.